Secretive chocolate chief mulled jumping into bid over British rival Cadbury; backed off in January. Richest man in Italy owns privately held Ferrero, chocolatier that makes such brands as Ferrero Rocher, Nutella, Tic Tac and Kinder Eggs. Sales in 2008: $8.4 billion. Runs 18 factories, more than 21,000 employees worldwide. Introduced Gran Soleil, a ready-to-freeze dessert that is stored at room temperature; after shaking and placing in freezer for several hours, turns into an ice cream-like substance. Reportedly told Italian media that Gran Soleil will be bigger than Nutella. Lives in Monte Carlo, Monaco; sons live in Belgium.